Marketing

Pokemon

Since spawning a global craze, Pokémon Go has shed a third of its players. What did the developers do wrong, and what can others learn about keeping gamers happy, asks Mark Humphery-Jenner.

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Try using humour to keep your customers happy and satisfied, UNSW research suggests.

Bernie Sanders

‘Super’ Sanders has some lessons for corporate marketers on reaching the young and restless, writes Tim Harcourt.

Guggenheim Museum in Bilbao, Spain

From leading virtual teams to the front line of big data in marketing, read the latest research and analysis from UNSW's Business School.

buy Australian

New research from the UNSW Business School reveals that combining a global brand with local appeal is a powerful combination.

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John Roberts is a professor of marketing at UNSW, with a joint appointment at London Business School. He spoke to Julian Lorkin about the impact of big data in marketing.

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The Cricket World Cup is growing as an economic money spinner, with associated benefits to tourism and marketing as well as 'sports diplomacy', writes Tim Harcourt.  

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Corporations everywhere are hoovering up petabytes of data in a bid to understand and predict consumer preferences. But are they missing the point? asks Peter Swan.

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Are even the very best big-data driven practises guilty of asking the wrong questions of the wrong data? asks Peter Swan.

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Feelings of loss and helplessness often drive unhealthy behaviours, a fact used by marketers to boost sales. But consumers can fight back, writes Nitika Garg.

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